LONDON—Hotwire has hired Andy West as managing director of a new international corporate practice, and as a board director of the agency. West has more than 20 years of technology public relations experience, 14 with Text 100, where he ultimately led Text’s EMEA operations, with 175 staff and £10m in revenues. In his new role, West will report to Hotwire founder and group managing director Kristin Syltevik and will work with Hotwire’s office across Europe to win and service large scale international accounts.
Hotwire’s new corporate practice will provide major technology brands with strategic consultancy and digital communications services. The firm says the decision to launch the new practice follows “a growing feeling that major technology brands are looking at best of breed agency networks over one-size-fits-all global agencies to get much better value from their PR investment as budgets are tightened.”
During his time at Text 100, West helped the firm pick up major accounts including IBM, ARM, Novell, Philips and Avaya. Since leaving Text 100 in 2006, he has spent the past two years in the social media realm, helping to found and launch Friction.TV.